Study: Did Disney+'s bullish marketing takeover pay off?

Last week, The Walt Disney Company launched its much-anticipated streaming service, Disney+, in Singapore. The launch was aligned with a massive marketing blitz that Disney said was "unmatched in magnitude, scale and reach from what Disney has ever endeavoured in Singapore". The marketing campaign saw Disney utilising platforms ranging from TV to radio, OOH, online, and even thematic countdown-to-launch spots to maximise its exposure.

Disney+'s marketing campaign indeed had a great impact of its audience. In a recent study by management consultancy Pioneer Consulting Asia Pacific, which surveyed 194 Singapore residents, it was found that 78% were aware of Disney+'s launch, and of which, 70% intended to sign up for the streaming service even before it was launched.

The study also noted that more male respondents are aware (86%) as compared to female respondents (71%).

Disney+'s marketing campaign also made a greater impact on youths as the study found that for respondents under the age of 25, 92% of them were aware of the Disney+ launch. In comparison, only 59% of respondents aged 25 and above were aware of Disney+. However, that isn't to say that most of those who expressed interest in the platform are younger audiences.

While awareness is higher among youths, the intent to sign up for Disney+ is higher among the older adults. The study found that 72% of respondents aged 25 and above had the intention to sign up for the service, while only 63% under the age of 25 expressed such interest. 

Content exclusivity the key

The main reason found for Singaporeans to sign up for Disney+ was its exclusive content. More than half of the respondents said they Disney+'s content is the main reason of them signing up for the service. This is in line with the majority of the respondents, no matter if they are working adults or younger viewers. However, for younger viewers, an added push to sign up for Disney+ is its variety and appealing content.  

Singapore is said to be the first market globally where Disney+ launched with all six content brands: Disney, Pixar, Marvel, Star Wars, National Geographic, and Star. It also boasts an offering of over 650 films and 15,000 episodes of content across the different brands.

Disney+'s content variety also attracted 18% of the respondents. Some other reasons include its availability of blockbuster content, appealing and family-friendly content, and good value for money. Subscription for Disney+ is currently priced at SG$11.98 per month, which is the same price as its competitor Netflix. However, Disney+ allows up to seven profiles to be created under one account, while a four-profile family account for Netflix costs SG$19.98. Meanwhile, Amazon's streaming service, Prime Video, is priced at SG$2.99 per month. 

Be it its exclusive content or its value-for-money, Disney+ is certainly proving to be a strong competitor in the OTT scene in Singapore. According to Pioneer Consulting Asia Pacific's study, out of the 73% of respondents who are currently subscribed to Netflix, 63% said they were planning to sign up for Disney+. While it is not stated if these respondents are jumping ship or looking to maintain two accounts, we can see that Disney+'s entry into the Singapore market had a clear positive impact on many Singaporeans. 

With the Disney+ launch in Singapore, Disney looks to "strategically positioning" itself to more effectively support its growth strategy and increase shareholder value, given Disney+'s success. Besides Singapore, Disney also expanded into Indonesia by bringing its Disney+ Hotstar to Indonesia.

The service is said to contain content from the company’s iconic brands and Indonesian entertainment. Through a collaboration with Telkomsel, Indonesia’s largest digital telecommunication company, the two look to offer “attractive and affordable” subscription packages to customers in Indonesia.

In October 2020, Disney reorganised its media and entertainment businesses, following "tremendous success" achieved in the company’s direct-to-consumer business, and looks to further accelerate its direct-to-consumer strategy. Under the new structure, Disney now focuses on developing and producing original content for the company’s streaming services and legacy platforms, while distribution and commercialisation activities will be centralised into a single, global media and entertainment distribution group. 

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